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Industrial (Organization) Marketing

This course examines the formulation and implementation of a marketing strategy for non-consumer goods. Topics include the organizational buying behaviour, customer relationship management, business market opportunities assessment, and the formulation of business marketing strategies. Students can further their knowledge by undertaking a research or a field project in B2B marketing. PREREQ: MKTG 2011 or SPAD 2037. (cst-exp 3) cr 3